Intervenção de rua e promoção #EscapadaParaOChile

Challenge:

Raising the media attention by promoting Chilean tourism through creative, innovative and interactive action. An initiative that was high-impact and pioneering carried out by a destination in Brazil. And it could also attract potential travelers and buyers of destinations through a sensory experience of the country’s diversity.

Strategy:

An 8 x 8 meter giant cube was installed on Avenida Paulista, São Paulo, where participants were invited to go through a totally sensory experience. Through projections like Torres del Paine, Santiago and the Atacama Desert, some of the biggest attractions of the destination were presented.

Those who visited the cube were also able to participate in a cultural campaign that turned into social media. To boost the campaign buzz, a promotional hashtag #FleetoChile was launched, where participants who posted a selfie photo on the Twitter, Instagram or Facebook cube, with the promotional hashtag would compete to travel with a companion to Chile.

Result:

The results were highly positive, with excellent impact on the media, social network and among competitors. The viralization of the promotional video in social media had more than 60 thousand views and a media return of 450 thousand dollars.